IBM Printing Systems has appointed Northamber as a distributor as it seeks to reach a broader range of resellers.
Northamber will be working with IBM Printing Systems to distribute its laser, impact, multifunctional and thermal printers in an effort to take market share from leading competitors.
Big Blue currently sells 90 per cent of its products through the UK channel and wants to extend its reach still further.
Northamber joins Interface Solutions as a core distributor of the products and two others, which handle lower volumes.
"The introduction of Northamber with thousands of resellers will increase the breadth of resellers we reach," said Brian James, EMEA marketing manager at IBM Printing Systems.
According to James, the company operates an "open distribution model" whereby the distributors control reselling once the products leave IBM.
"Northamber already distributes IBM servers and storage hardware but we want to make it a one-stop shop for our hardware," said James.
"We want our printers to move up the value chain from being a commodity product to a solutions sell."
IBM builds printers ranging from high-end industrial machines down to the desktop.
Northamber was unavailable for comment when going to press.
Julio Vial, an analyst at IDC, explained that IBM is not a big player in terms of volume but does sell high value equipment.
"Northamber will help IBM in the UK because although IBM is a good brand it is not well known for printers in the lower end," he said.
"IBM has realised that to make ground in this market you must sell through major distributors."
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